The State of Email Marketing Benchmark Report

Resource Overview

Demand Metric and Return Path by Validity continue to partner to understand which email tactics marketers are using, how well they are working, and what challenges prevent greater success with email. 

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Introduction

Email remains one of the most important marketing channels. Recent Demand Metric studies confirm that it is one of the most used channels and that it ranks high on the list of best ways to reach certain groups, such as sales and marketing and technical audiences. Significant variance, however, exists in the results marketers get from using email.

Demand Metric and Return Path by Validity continue to partner to understand which email tactics marketers are using, how well they are working, and what challenges prevent greater success with email.

The most recent edition of this research continues to pursue answers to the key question:

What separates high-performing email marketers from the rest of the pack?

This report shares the results of the 2019 research study, providing insights and data useful for benchmarking, planning, and improving email marketing effectiveness. 

Table of Contents

  1. Introduction

  2. Executive Summary

  3. Email Marketing Objectives

  4. Email Marketing Challenges

  5. Email Marketing Tactics & Technology

  6. Email Marketing Subscribers

  7. Email Marketing Performance

  8. Analyst Bottom Line and Recommendations

  9. Acknowledgments

  10. Appendix: Survey Background

Marketers should strive to achieve high levels of email marketing effectiveness.

The cost of email is low relative to other channels, and when compared to the potential return on email marketing, the ROIs are often high.

Despite the volume of data this report shares, the email marketing strategy is simple:

  1. Ensure that emails have the highest possible inbox placement rate
  2. Craft subject lines and use tactics that generate the highest possible open rate
  3. Construct messages and use tactics that generate as many clicks (conversions) as possible

 

Research Methodology

This 2019 Email Marketing Benchmark Study survey was administered online during the period of June 27 through July 19, 2019. During this period, 315 responses were collected, 293 of which were qualified and complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.